Choosing Brand Elements To Build Brand Equity with examples and explanation.

1. CHOOSING BRAND ELEMENTS
TO BUILD BRAND EQUITY
Pranali Bawaskar

2. CHOOSE BRANDING ELEMENTS TO BUILD
BRAND EQUITY
THERE ARE 6 INTEGRAL CRITERIA FOR CHOOSING YOUR BRAND
ELEMENTS:
• MEMORABILITY
• MEANINGFULNESS
• LIKABILITY
• TRANSFERABILITY
• ADAPTABILITY
• PROTECTABILITY

3. Criteria For Choosing Brand Elements
Memorable
Meaningful
Likable
Transferable
Adaptable
Protectable
Marketer’s offensive strategy and
build Brand Equity
Defensive role for leveraging and
maintaining brand equity

4. 1. Memorability:
• Easily recognized
• Easily recalled

5. Memorability:
A necessary condition for building brand equity is achieving a high level of brand
awareness. Brand elements that promote that goal are inherently memorable and attention-
getting and therefore facilitate recall or recognition in purchase or consumption settings. For
example, a brand of propane gas cylinders named Blue Rhino featuring a powder-blue
animal mascot with a distinctive yellow flame is likely to stick in the minds of consumers.

6. 2. Meaningful:
• Descriptive
• Persuasive

7. Meaningful:
Brand elements may take on all kinds of meaning, with either descriptive or
persuasive content. We saw in Chapter 1 that brand names can be based on
people, places, animals or birds, or other things or objects. Two particularly
important criteria are how well the brand element conveys the following:
• General information about the function of the product or service
• Specific information about particular attributes and benefits of the brand
The first dimension is an important determinant of brand awareness and salience;
the second, of brand image and positioning.

8. 3. Likable:
• Fun And Interesting
• Rich Visual and Verbal
Imagery
• Aesthetically Pleasing

9. Likable:
Independent of its memorability and meaningfulness, do customers find the
brand element aesthetically appealing? Is it likable visually, verbally, and in
other ways? Brand elements can be rich in imagery and inherently fun and
interesting, even if not always directly related to the product.

10. 4. Transferable:
• Within and across Product
Categories
• Across Geographic
Boundaries and culture

11. Transferable:
Transferability measures the extent to which the brand element adds to the brand equity for new
products or in new markets for the brand. There are several aspects to this criterion.
First, how useful is the brand element for line or category extensions?
Second, to what extent does the brand element add to brand equity across geographic boundaries
and market segments?
The difficulties or mistakes that even top marketers have encountered in translating their brand
names, slogans, and packages into other languages and cultures over the years have become
legendary

12. 5. Adaptable:
• Flexible
• Updatable

13. Adaptable:
The fifth consideration for brand elements is their adaptability over time.
Because of changes in consumer values and opinions, or simply because of a
need to remain contemporary, most brand elements must be updated. The more
adaptable and flexible the brand element, the easier it is to update it. For
example, logos and characters can be given a new look or a new design to make
them appear more modern and relevant.

15. 6. Protectable:
• Legally
• Competitively

16. Protectable:
The extent to which brand elements can be protected legally & competitively.
The final criteria in choosing a brand element is that it should be protectable
legally and competitively. Brand elements need to be chosen in such a way, that
they can be internationally protected legally, legally registered with legal bodies.
Marketers need to voraciously defend their trademarks from unauthorized
competitive infringements.

17. Conclusion:
The most ideal brand elements would be those which satisfy all the criteria. But it is not
possible have a brand element which would satisfy all the above criteria. For example, if
we choose a brand name which is most meaningful in a country or culture or a market
segment, it would be very difficult to make it transferable to other brand extensions and to
other cultures and market segments.